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White Space Is Not Always Opportunity: Why Competition Must Be Read Against Demand
An uncrowded category can mean untapped opportunity, or it can mean no one is buying. Competitive intensity only tells executives something once it is read against demand, and at the price point where the brand would actually compete.
Comparing Sticker Prices Across Different Pack Sizes Is Comparing the Wrong Number
Comparing sticker prices alone can give a misleading view of competitive positioning. Normalize prices by pack size to understand what consumers are actually paying per unit.